TRAFFIC
“Understanding what kind of content delivers the most
desirable end-result is only part of the equation. How can
we reliably create ideas that have the potential to resonate
emotionally or practically, every time?”
As you can see, the characteristics
identified in each of the two books are
either synonyms of each other or are
exactly the same. At theMediaFlow, we
too have found our most successful content
marketing campaigns for clients possess
one or more of the characteristics described
in these two resources. To simplify things
further we condense this into just two
characteristics:
●●Practical Resonance
●●Emotional Resonance
By practical resonance, we mean content
that answers a question, presents a new
solution or an easy way to do things. You
may have seen examples of video content
of this nature, such as separating an egg
yolk using a plastic bottle and the force
of suction created in filling a bottle with
some of the air squeezed out of it with air
(and egg yolk). On the other hand content
that has emotional resonance can range
from humour (mirth) to hard-hitting social
injustice that prompts a sense of outrage.
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iGB Affiliate Issue 52 AUG/SEP 2015
A great example is the legendary Kony 2012
video, which broke all the other rules of
“best-practise” previously touted. It was way
longer than the three minutes conventionally
recommended for video and the subject
matter did not spare any sensibility.
Data input to content marketing
When you begin to plan a piece of creative
content marketing; be it a strategy of
standalone piece, there can be a host of
ideas flying about or you see the dreaded
tumbleweed roll across your screen.
Whether you’re looking for inspiration or
trying to select the best out of many ideas,
you can use data to inform and direct a
creative campaign.
●●DataMiner
Forums provide a wealth of data on
the questions that people are asking and
discussing. If you select the right forums,
you will be able to directly tap into the
conversations your target market are
having. Using Advanced Query Operators
to refine your searches of forums will
enable you to find a list of the most
relevant posts to your brand, and as a
result provides a list of suggestions for
crucial problem-solving content. In order
to proc \